Visual appeal or Web aesthetics is no longer being accomplished at the expense of usability and functional performance. That being said, the ability for users to set up a Web site that reflects positively on their commitment to customer experience is a testament to increasingly competitive online marketplace. Does your Web site reflect your personality? Or is it just an archive of outdated, needless content? Which sections are interactive? And are you even tracking site traffic?
Web aesthetics driven by a robust content strategy is a sure fire way to establish credibility with consumers and other stakeholders. Sites that lack organization, functionality, visual prowess, and a sense of community/interactivity says just as much about the Web site as it does about the company’s commitment to the customer.
Fresh Thinking Business offers us some basic tips on how to maintain a professionally-looking Web site:
• Maintaining a pleasing visual design
• Keeping your layout clean and readable
• Avoiding unnecessary clutter
• Use of proper spelling and grammar
• Use of a common, easy-to-read font such as Arial
For more tips on how to design for effectiveness, read this Alist article on “Taking the Guessswork Out of Design”, in which the author outlines the need for goals, organization, layout, personality, fit and finish.
From an IMC perspective, web design is an important part of brand recognition, brand awareness and ultimately brand loyalty. It reflects the tone of our core messaging, brand style and personality. More importantly, it speaks volumes about the perceived safety of the content Web sites are asking customers to retain, share and download.
